addressing childhood obesity“my kid is fluffy … but happy.” ... obesity is a problem agree...

Addressing Childhood ObesityNovember 2012

The problem

About 40% of children in Georgia are overweight or obese

Georgia has the 2ndhighest percent of obese children in the United States

Kids are getting adult diseases

The current generation is on track to have a shorter lifespan

1

We know the children affected by childhood obesity…

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1

…THEY AREOUR PATIENTS

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Children’s Mission:To make kids better today and healthier tomorrow.

Understanding Georgia families

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2010

Initial Focus Groups

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Wave 1 Quantitative Study

2011

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Wave 2 Quantitative Study

Wave 3Quantitative Study

2012

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Segmentation Wave 1 Quantitative Study

Segmentation Wave 2 Ethnography Wave 4

Quantitative Study

What we heard

“I don’t have time to be healthy.”

“My kid is fluffy … but happy.”

“It costs too much to be healthy.”

“We’re just big-boned.”

“I’m just trying to make my family happy.”

I don’t see a problem

Not a priority

Don’t know how

Don’t see health risks

Don’t see benefits

What we heard

“I don’t know why BMI is or why I should care.”

“Childhood obesity is not a priority for me.”

“I want my kids to be a healthy.”

“My kid is not overweight.”

Children’s Healthcare Of Atlanta

Awareness

Consideration

Intent to Change

Simple Steps

Behavior ChangeMaintenance

Health behavior change model

Most initiatives start here

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After the campaign

Believe childhood obesity is a problem

Agree with approach, 11%

disagree

Had a conversation because of the ads

0

96% 80%

63%11%

9%

50

100

What we heard this time

“Being overweight can lead to serious health issues.”

“I want my child to be a normal weight.”

“My child is not overweight, but thoseparents should really do something about it.”

Parents with overweight children don’t recognize the problem in their own home…

So there is no need to change

Need a reason to change

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Awareness

Consideration

Intent to Change

Simple Steps

Behavior ChangeMaintenance

Identification one of first steps

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Colleen4 yr old son:99.90% BMI percentile

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Understanding Georgia families

20

2010

Initial Focus Groups

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Wave 1 Quantitative Study

2011

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Wave 2 Quantitative Study

Wave 3Quantitative Study

2012

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Segmentation Wave 1 Quantitative Study

Segmentation Wave 2 Ethnography Wave 4

Quantitative Study

The Marketing Workshop. 2010. Childhood Overweight/Obesity Research Study . Undocumented Data.

The trusted source

• Teaching counseling skills

• Encouraging goal setting

• Providing treatment protocol

• Advocating for medical reimbursement

• Extending into non-traditional providers

Strong4Life Provider Program

Children’s Healthcare Of Atlanta

A comprehensive approach is needed!

Public Awareness

DigitalExperience

Healthcare Providers

Early Years

SchoolsClinical

InterventionKid Venues

Policy

Support initiatives in the schools, businesses and the community

- Joint use agreements- Increased physical activity in schools- Green space- Sidewalks

Encourage worksites to adopt healthy practices

Embrace a culture of wellness and be a good role model

What can I do?

Visit strong4life.com for more information

Trisha Hardy

trisha.hardy@choa.org

404-785-7668